This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver. View Summary

This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver. The other main benefits included: achieving greater efficiency; optimizing messaging in almost real time; increasing viewability; and minimizing check fraud. However, brands must be willing to make an upfront investment – in terms resources, but especially in terms of time – to get the best out of this activity. Owning the data used and generated is also essential if marketers are to monitor progress in a thoroughgoing way.

In the Canadian paper towel market, Kruger's Sponge Towels brand (which until 2007 was marketed as ScotTowels and made under license from Kimberly-Clark) trailed P&G's market-leading Bounty in branded comparisons, despite consumers preferring Sponge Towels' overall performance in blind trials. Prior to its change of name, (the then) ScotTowels had been positioned as the brand for "real-life messes", based on the consumer insight that mothers weren't necessarily motivated by the clinical messaging of Bounty. A TV-focused communications strategy for the newly-named Sponge Towels sought to engage mothers in a more entertaining way than Bounty, but still focusing on a key differentiator: the brand's powers of absorbency that come from the thousands of tiny sponge pockets in its quilted texture. Creative included a large number of actors dressed as sponge pockets mopping and cleaning up spills and messes. In the four years since the launch of the campaign, Sponge Towels has increased case volume by 45%, grown market share by over five percentage points and retail sales have increased by 38%, delivering an incremental $13.8 million in dollar sales.

Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with consumers. View Summary

Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with consumers. It was based on a simple insight: the role of Kleenex tissues is not to help control inconvenient emotions and emissions, but to encourage, inspire and facilitate a release of these feelings, helping people feel better in the process. The campaign resulted in a share increase worth over $50 million after many years of decline, and created greater emotional engagement with consumers, giving the brand a more contemporary image.

This article describes how astute marketing and powerful advertising not only helped Cottonelle survive the transition to Cashmere, but that it built positive momentum, despite the return of K-C’s Cottonelle, and other intense competitive activity. View Summary

This article describes how astute marketing and powerful advertising not only helped Cottonelle survive the transition to Cashmere, but that it built positive momentum, despite the return of K-C’s Cottonelle, and other intense competitive activity. While the objective was to maintain share over a three year transition, the change to Cashmere eventually delivered record volume and dollar shares. And even with the return of Cottonelle under the Kimberly-Clark banner, the business continued to grow. Despite increased competitive activity and a decline in share of voice, Cashmere share rocketed to 30.3% in May 2008.

5

Brawny Academy: Where women send their husbands to clean up their acts

Brawny paper towels, a familiar household brand since the 1970s, achieving awareness levels in excess of 90%, had become, by 2004, undifferentiated in a low-interest, commoditized category with no clear product attributes. View Summary

Brawny paper towels, a familiar household brand since the 1970s, achieving awareness levels in excess of 90%, had become, by 2004, undifferentiated in a low-interest, commoditized category with no clear product attributes. The objectives were to increase the relevancy of the brand and its perceived versatility as a product, thereby creating brand preference and greater sales. Research revealed that the target female buyers resented the traditional image of women enjoying cleaning obsessively. Specifically, the existing Brawny man icon reinforced the product as one only for big, messy jobs. Also, men were seen as being reluctant to share in household duties. The creative strategy addressed this by inventing the ‘Brawny Academy’, where women send their men to clean up, using TV ads made to look like a reality TV series. Supported, inter alia, by print, online, promotion and PR, over a six month period, dollar volume increased by 9%, whilst brand relevancy and perceived product versatility were greatly enhanced.

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. View Summary

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had to find a new name for the brand while staying ahead of its competitors. The new Cashmere brand positioning was based on the insight that consumers were ready for a more luxurious approach to advertising in this sector, and the resulting campaign was thus based on three distinct stages, which charted the change in the name of the brand, and equated the luxurious, feminine, indulgent qualities of cashmere with the new Cashmere brand. As a result, Cashmere held its 23% volume share during the first two years of the transition, while in year three - with the fashion-themed advertising - overall share jumped to 27%, an all time high.

7

Angel Soft: Bathroom Moments

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Gold, Effie Awards, 2006

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. View Summary

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The Bathroom Moments campaign, however, was a success for the Angel Soft brand, as it exceeded expectations for share, volume, awareness and re-connecting with the consumer.

First prize in the 'longer and broader effects' category. Andrex was already featured in vol.4 (no.4221): this paper brings the story up to date. View Summary

First prize in the 'longer and broader effects' category. Andrex was already featured in vol.4 (no.4221): this paper brings the story up to date. It shows how consistent advertising based on the Labrador puppy has enabled the brand to sustain leadership, increasing its share to 30% of the market over the years since 1972, when this advertising began (no other brand has ever held a share above 12%). The brand has also maintained a premium price, and the highest rate of sale (Nielsen). Buyers are highly loyal, as shown by blind testing (Millward Brown); growth in this loyalty is demonstrated (AGB). Age profile kept constant by recruiting new users (TGI data). Brief history of the advertising, and variations on the puppy theme. Advertising has helped Andrex to see off threats from Kleenex Velvet in early 1980s. Use of econometric modelling to determine optimum media planning is described, and shows how the advertising has positively affected sales (OHAL). Factors discounted: distribution, promotions, product quality (Kleenex Velvet was preferred in blind testing), product innovation. Tracking (Millward Brown) shows brand enjoying the best images. Advertising has enabled this market to avoid becoming a commodity, and kept Andrex an exceptional brand.